A Study of The Influence on Customer Satisfaction And Loyalty of Customer Relationship Management – In The Case of GaAs Epi House in Taiwan

• Main Authors: Yu-Lin Chuang, 莊玉玲
• Other Authors: Pen-Che Liao
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/ysq5a6

碩士 === 中原大學 === 企業管理研究所 === 93 === Since 1990, along with the upsurging demand of mobile phones and wireless communication, have helped forward the development of the key material, the GaAs industry. It is also likely to imitate the successful example of Si industry to establish a complete supply chain of GaAs industry in Taiwan. Due to severe competition from oversupply in the early stages and the fact that most key technique and structures still being mastered by some international IDM (Integrated Device Manufacturers), GaAs epi houses and foundries would have to shoot for IDM’s orders and thus strive for their survival and development. Hence, Customer Relationship Management is getting vitally important for GaAs Industry in Taiwan. Based on the foregoing industry background and current situation, this study also conducted theoretical literatures and documents review to build the conceptual model of the study. This paper focuses on assessing the influence of customer satisfaction and customer loyalty by (1) the intensity of customer interaction in different product development phases; (2) enterprise’ capability of customer knowledge management; (3) Business ethics and corporate social responsibility. This study adopted case study of the representative GaAs epi house in Taiwan. We not only conducted industry interview of the GaAs epi house but also developed questionnaires for its interior employees and exterior customers for comprehensive information collecting and data analyzing. The major findings and suggestions are yielded and summarized as follows, 1. The intensity of customer interaction in different product development phases has positive influence on customer satisfaction. We also suggest that managers of GaAs industry provide more productive interaction strategy. By increasing more validity and value of interaction while keeping initiative and enthusiastic service would strenghen customer’s confidence and reliance. 2. The capability of customer knowledge management has positive influence on customer satisfaction. We suggest that companies build up an encouraging environment and system for knowledge sharing, value person talent as basis of organization learning and carry out the organization learning to optimize the efficency and performance of the company. 3. Business ethics and corporate social responsibility has positive influence on customer satisfaction. It shows that companies that emphasize business ethics and fufill corporate social responsibility are more likely to increase customer satisfaction. Besides, we also suggest that corporate advocate company core value and attach importance to company culture so that would help corporate hlod together internally. 4. Price and cost have become critical factors in the increasing drastic competition in GaAs industry. While constantly strengthening the Customer Relashioship Management, managers should also subsume price competitiveness of business strategies to overall enhance the company competitiveness and development.